The state of Connecticut just announced plans for a two-year, $22 million campaign to develop a new "brand identity." Apparently, the "Constitution State" and the "Nutmeg State" weren't working too well. Gov. Dan Malloy says the state has assembled a new marketing team, including creative agency Chowder Inc., media shop Media Storm, PR firm Fleishman-Hillard, and research and strategy firm The Harrison Group -- to devise something that will help attract tourism and generate new jobs for the state.
“We will use this initiative as a way to aggressively bring these messages to our target markets and build upon the strengths we have to offer both businesses and tourists," Malloy stated.
The state’s contract with the Chowder Inc. team is not to exceed $22 million, the state said, adding that the majority of the funding will be invested in media and advertising Connecticut as a "year-round, multifaceted tourism destination."